現今二十一世紀的社會,綠色這個名詞已成為主流趨勢,綠色行銷也成為企業最主要的經營方針。綠色行銷必須考慮到各方面,不論是產品設計、生產、包裝時,都必須降低影響危害環境生態。而瑰珀翠品牌使用了天然的萃取方式,讓本身的精華可以不經過破壞狀態下呈現,堅持不使用人工的香氣或化學顏料來作為商品的添加。因此本研究以瑰珀翠品牌來探討台中地區消費者對綠色品牌知識的瞭解程度,並探討顧客滿意度對品牌忠誠度之影響。 本研究即在探究消費者在瑰珀翠的綠色品牌知識、顧客滿意度、品牌忠誠度的關係,以作為業者行銷策略的參考。本研究採文獻探討及問巻調查方式進行研究,運用敘述性統計分析、信度與效度分析、因素分析、T檢定與單因子變異數分析、迴歸分析來驗證各構面間相互影響關係,並檢定所探討的研究假設。 本文發現綠色品牌知識包括品牌知名度、品牌形象對顧客滿意度及品牌忠誠度呈正向顯著影響,而顧滿意度對品牌忠誠度亦呈正向顯著影響。 關鍵詞:綠色品牌知識、顧客滿意度、品牌忠誠度
Today''s society of the twenty-first century, the term of the green has become a mainstream trend, green marketing has also become the operating principle of the enterprise the most important. Green marketing must take into account all aspects, whether it is product design, production, packaging, must be to reduce the impact harmful to the environment and ecology. Crabtree brand to use a natural extract, to make itself the essence of not showing after the destruction of state, insisted on not to use artificial fragrance or chemical paint to add as a commodity. In this study, the Crabtree brand Taichung area consumers on green brand knowledge to understand and explore the impact of customer satisfaction on brand loyalty. This study is to explore the relationship of consumers in the Crabtree green brand knowledge, customer satisfaction, brand loyalty, as the reference for the industry marketing strategy.This study the literature and questionnaire, the use of descriptive statistical analysis, reliability and validity analysis, factor analysis, t-test and one-way ANOVA analysis, regression analysis to verify the interaction between the various dimensions of the relationship,and test of hypotheses. We find a green brand knowledge include brand awareness, brand image, a positive significant impact on customer satisfaction and brand loyalty, and care satisfaction on brand loyalty was also a positive significant impact. Key words: green brand knowledge, customer satisfaction, brand loyalty
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